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HOW TO INCREASE LEADS AND CLOSE NEW BUSINESS
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A few brands I’ve helped
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Today, we haveONE GOAL
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Help you generate NEW BUSINESS
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throughDIGITAL MARKETING
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Quick Facts About Digital
• 240 million internet users in the United States• 16 billion searches conducted monthly• 85% of customers believe the top businesses
on SERPs are the best businesses• 58% of customers start the buying process
online• 20% of all searches have local intent• Digital advertising is completely granular
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SEM is the quickest way to reach new customers looking
for your services
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Search Engine Optimization
Search Engine Optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
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Claim Your Local Listings
https://www.google.com/local/business/add/info?pli=1
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Name, Address, Phone Number (NAP)
The quickest way to tell Search Engines that you’re local and your content matters to your target area
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Define Target Keywords
• What type of words would you like to show up for when you search for your business? (Your Company Name Doesn’t Count)
• Do you show up for these terms?• Does the competition?
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Sample Keywords
• Phone Services• Business VoIP• SIP Trunking• Internet Telephony• Broadband Companies• Phone Companies• VoIP Companies
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Define Target Market
• Where do you conduct 80% of your business?
• Where do you conduct the rest?• Are there areas experiencing rapid
growth?• Rapid Decline?
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Refine Keyword List Example
• Dallas Phone Services• Plano Phone Companies• VoIP Dallas, TX• SIP Services DFW• Broadband, Richardson TX• Business Phones in the Metroplex
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Save Your Keyword List!
This list will be used for
• SEO• PPC• Social• Other Marketing
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Content is KING
Keywords Rich Content includes
• Product Pages• Slicks• Promotions• News• Blog• Social Media
The Keywords you’ve defined are vital to the content you create
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Don’t Forget Usability
Layout– Easy to read and
understand– Clear Messaging– Pass the “blur” test– Site Speed– W3C compliant– Cross-Browser functionality– Page Errors– Plugins– Etc.
http://marketing.grader.com/
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Inbound Marketing
32 ways to build links - http://bit.ly/HYdYuv
Inbound links tell Search Engines that your content is valuable and should rank. Get Links.
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Pay Per Click (PPC)
PPC allows advertisers to reach target customers by placing ads in sponsored sections of a website.
A transaction only occurs if the ad is actually clicked
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Break out the Keyword List!
Start creating your first adWords campaign based on the keyword list you have created.
Use the tools Google provides to gauge a starting point for your campaign.
https://adwords.google.com/o/KeywordTool
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AD COPY• Create your first text ad• The headline should grab users’ attention
and make them aware of your offering.• Description line 1 should spark users’ interest
in your offering.• Description line 2 should develop a desire to
obtain your product or service.• And finally, the Display URL should consolidate
a user’s decision to take action.
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Landing PagesLanding pages allow you to provide consistent messaging to drive leads down the funnel while minimizing abandonment
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Quality Score
Google and the other major search engines use a proprietary score to measure and display ads
• Click Through Rate• Ad Relevance• Landing Page
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BudgetWhat is your Cost-Per-Lead on other forms
of advertising?Are you comfortable with that amount?
PPC Advertising offers 100% Granular tracking of your budget including clicks and conversions
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Test, Analyze, Change, Repeat
• Analytics• A/B Testing• Optimize• Report
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Social Media
http://bit.ly/1e8gPwR
?
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Wrap Up
• Malachi Threadgill– Director, Internet Marketing
• Call Me – 217-547-7075• Email – [email protected]